From the director:
My way into thinking about making visuals for the track was the reversed guitar riff - for me, it conjured up images of a surreal, dreamlike world, and this ended up driving the aesthetic. I'd been experimenting with half-animation techniques at the time, and it felt like a great fit.
The narrative takes cues from the lyrics' references to decay and purgatory. I'd just read Phillip K Dick's novel Ubik, which is all about consciousness being trapped in the brain after death. It seems like a weird starting point for a music promo, but where possible, I like to let whatever's obsessing me at the time inform my work - it helps keep things interesting!
The band's performance was shot in an afternoon in Queen's Park, Glasgow. All other footage was compiled in a temporary studio over two days.
